These are the most challenging economic times in modern history. Each day brings a new shift and a new understanding of how these circumstances have changed the customer journey.
Screens are replacing handshakes. Consumers are on their phones and TV’s more than ever – which means digital advertising, streaming TV, social media and email are even bigger drivers than before.
Consumers also yearn to be told how businesses plan to conduct operations safely. Placing clear COVID-19 statements on websites is part of the new normal – and it allows go-to-market messaging to stick to the fundamentals: Brand, value proposition, call to action.
For our own part, Baltimore Sun Media has placed much of its coverage in front of the paywall, allowing for more information to get into the hands of local and national consumers. In order to provide all readers access to BaltimoreSun.com critical and essential COVID coverage, CareFirst BlueCross BlueShield sponsored this lifting of our paywall.
Our editorial team have ensured that key stories about the COVID-19 pandemic are linked in the “Coronavirus in Maryland: Everything You Need to Know” story accessible to all readers without a subscription.
Another large Maryland organization reported that 22% of their overall site traffic came from participating in a similar digital campaign with Baltimore Sun.
Elsewhere, Baltimore Sun Media’s “Hero of the Week” campaign has the goal of highlighting the essential workers and everyday people who are keeping the Baltimore area safe, fed and cared for – the everyday heroes in healthcare, government, pharmacists, utility and service industry who are helping our local community navigate through these trying circumstances.
Readers can nominate heroes and each week, the Baltimore Sun will spotlight a local hero both in the Baltimore Sun paper and on Baltimoresun.com.
SECU approached us to be the inaugural partner for the first phase of this campaign. Sponsoring Baltimore Sun’s Hero of the Week was ideal for SECU, who were themselves looking to support the community by highlighting those who were helping making a difference during this time of need.
Meanwhile over in our newsroom The Baltimore Sun’s this was awarded journalism’s highest honor — a Pulitzer Prize in Local Reporting for uncovering former Mayor Catherine Pugh’s fraudulent book-selling scheme. Pulitzer Prize Board members cited the reporting for its “illuminating and impactful reporting.” You can read more about the award here.
Find out how you can be a part of any of these campaigns please contact your Baltimore Sun Media sale representative.